October 28, 1992, marks the birth of the animator and director who shifted the landscape of independent digital content production. Operating primarily through her studio, SpindleHorse, she bypassed traditional industry gatekeepers by cultivating a direct financial relationship with her audience, eventually securing major distribution deals while retaining creative authority over her character-driven projects.
Artistic Foundations
Raised in Maryland, Medrano developed an early interest in the visual arts, influenced significantly by the aesthetic of Invader Zim and the classic storytelling of Bambi. Her technical training began in earnest at the School of Visual Arts in New York City, where she enrolled in 2010. By 2014, she had completed her Bachelor in Fine Arts degree. During her time as a student, she produced her fourth-year thesis project, Timber, a film inspired by the musical work of Pitbull and Kesha. This effort earned her a Dusty Award for outstanding achievement in character animation.
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Take the IQ test →The Rise of VivziePop
Medrano initially established a presence online under the pseudonym VivziePop. Her transition into broader recognition occurred through the release of independent animated music videos and short films. One notable milestone was her 2014 interpretation of the song Die Young by Kesha, which garnered more than 50 million views over five years. This period also saw the development of her webcomic ZooPhobia, which she maintained between 2012 and 2016 before shifting her primary focus toward long-form animation projects.
Building the SpindleHorse Studio
As the founder of SpindleHorse, Medrano structured her company to oversee the production of original series including Hazbin Hotel and Helluva Boss. By utilizing Patreon for crowdfunding, she successfully bypassed conventional network constraints during the early stages of development. The pilot for Hazbin Hotel, released in 2019, surpassed 117 million views by 2025. This independent success led to a partnership with A24 for the full production of Hazbin Hotel and a separate agreement with Amazon Prime Video for Helluva Boss.
Expansion and Future Projects
By 2025, Medrano confirmed multi-season roadmaps for her primary series, with Hazbin Hotel planned for five seasons and Helluva Boss for four. Her studio continues to experiment with its operational model; in August 2025, Spindlehorse announced the formation of a branch called Spindleroo to produce an adaptation of Homestuck. This marks the first time the studio has developed content outside of Medrano's original stories, representing an effort to support other artists and introduce new technologies to the production workflow.
Fast facts
- Born: 1992, Maryland
- Education: School of Visual Arts
- Studio: SpindleHorse
- Citizenship: United States; El Salvador
- Notable Series: Hazbin Hotel, Helluva Boss
- Awards: Dusty Award, Ursa Major Award
Questions readers ask
What is the status of the studio's projects?
Medrano has announced a five-season plan for Hazbin Hotel and a four-season plan for Helluva Boss, with several seasons currently in production.
Does the studio produce work from other creators?
Yes. In 2025, the studio began developing an animated pilot for Homestuck, marking their first project based on external intellectual property.
Achievements
- Notable work: Hazbin Hotel
- Notable work: Helluva Boss
- Notable work: ZooPhobia
- Worked as animator, voice actor and filmmaker
